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fruit is great grilled, whether in kabobs or next to the night’s entrée,” says Ostlund.
MERCHANDISING FOR SUCCESS
For sweet corn, retailers should carefully consider how they merchandise the product, which is available in yellow, white and bicolor varieties, says Ted Wanless, chief operating officer of SM Jones & Co., Inc., a Belle Glade, FL-based grower-shipper of sweet corn. “Retailers can benefit by effectively merchan- dising sweet corn in full, fresh and refrigerated displays,” he says. “Those are the types which will produce the most movement and sales.”
Cross-merchandising is important to increase spring produce sales. “Provide consumers with ideas of how to use produce for seasonally relevant events or holidays,” says Alderman. “Think spring grilling with sweet corn and tin foil, or salsa recipes that include celery. Cross-promotion increases sales signifi- cantly.”
Cross-merchandising Florida sweet corn with other items, such as in the meat depart- ment, is one of the best ways to increase sales, notes Wanless. Feature corn with steaks, hot dogs and other meats. Display butter squares with refrigerated bulk displays. Corn skewers and/or grilling displays also should prominently feature fresh Florida sweet corn, he says.
Along with sampling, consider displays important to sales. “Besides a well-maintained display case, point-of-sale displays are always an eye-catching way to grab the consumer’s attention,” says Wishnatzki. “It doesn’t have to be anything elaborate. Simple and clean are the key. Consumers these days are focused on where their produce comes from. If you show a picture of the grower with their family, it is a feel-good moment for the consumer.”
Retailers shouldn’t forget ethnic groups, including Latinos, who purchase a lot of citrus. “Our biggest consumer of bagged citrus is Latinos,” says DLF’s Kiger. “The retailers that have heavy traffic with the Latino population are the ones that really do the job in Florida with bagged oranges. They like the juice and the flavor. It’s why they buy, and why retailers get repeat sales.”
PROMOTIONS SPUR SALES
Retailers appreciate the impact of the Fresh from Florida program. “Fresh from Florida is synonymous with fresh, high-quality produce, locally grown,” says Publix’s Brous. “This program provides us with a ‘stamp of approval,’ so to speak, that tells our customers it’s time to buy fresh fruits and vegetables from Florida.”
Florida’s reputation remains strong. With
K-VA-T stores close to the Bristol (TN) Speedway, the chain promotes Fresh from Florida in a NASCAR racing promotion. Fresh from Florida supports early sweet corn ads sponsoring April’s Food City 500. “We like to tie-in promos around that in April,” says Keith Cox, produce category manager with K-VA-T Food Stores, Inc., which is based in Abingdon, VA. “The first thing that comes to mind when you think of Florida spring merchandising is sweet corn, of course. That’s when some of your best corn of the year will come out of Florida.”
Brooks develops promotions to move new fruit in stores. “As most of the country pulls itself out of a blistering winter, retailers’ customers will be eager to see displays centering around warmer activities,” says Ostlund. “So, don’t wait for Memorial Day to have a grilling display. Spring salad displays should star the gorgeous fruit of the season. Add a spark to that display with the wild shapes of tropical fruits.”
Florida citrus helps encourage repeat purchases. “Citrus is a good promotable item for retailers,” says Kiger. “During the spring, it’s at its peak flavor. The flavor and the aroma will keep the consumers coming back and will help retailers sell and merchandise more produce.”
Through 84 retail partnerships, FDACS’ Fresh from Florida promotion program last year promoted 43 Florida commodities in more than 11,000 stores in 26 states. “The Fresh from Florida brand continues to be recognized worldwide through domestic and international retail partnerships and targeted consumer outreach campaigns,” says Lee. “Our promo- tions are tailored for each retailer in order to provide maximum results for both the retailer and our Florida producers.” Some of the agency’s springtime promotions involve retail circular advertising, in-store sampling events, point of sale materials, aggressive social media campaigns, as well as commodity-specific programs with peaches and sweet corn.
“Fresh from Florida promotions provide opportunities for promotions state and locally,” says Alderman. “The services of Fresh from Florida will provide retailers with information to educate produce department managers to better equip them for sales.” Additionally, grow- er-shippers are more marketing savvy. “Shippers and marketers have become more knowledge- able about retailers’ needs and provide support through in-store demos, tastings, spon- soring and cooking,” he says. “The focus was previously more business-to-business in the marketing approach, but now marketing has expanded into driving demand and consump- tion with innovative product development, branding and social media.” pb
46 / APRIL 2019 / PRODUCE BUSINESS